Selling health – PSA’s get creative

Public service campaign producers use celebrities and humor to appeal to viewers, the New York Times reported on June 1.

Last week, McCann Relationship Marketing WorldWide used the season finale of the ABC sitcom “Spin City” as the vehicle for a public service announcement for the Michael J. Fox Foundation for Parkinson’s Research.

Fox, who stars in the series and who has Parkinson’s, explained on the commercial that he was leaving the show to devote his time to the foundation’s search for a cure.

The Lord Group in New York featured a cartoon stork in its public service announcement about birth defects for the March of Dimes. The stork wanders past office cubicles to tell an employee she is pregnant and encourage her to take folic acid to prevent birth defects.

Humor shakes viewers up and makes them more likely to change their behavior, Penny Redfern, associate director of the Lord Group, told the Times.

For full text, go to the New York Times.

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